Indie brands are beauty’s biggest growth drivers, per a recent NIQ report indicating they grew 22 percent in 2025 while conglomerates grew 6 percent, but which brands are growing most on social media?
Data from Launchmetrics tracking the media impact value growth of 1,500 brands shows that Jennifer Aniston’s LolaVie saw the highest MIV gains in January, increasing 589 percent. The brand launched Let There Be Hair Scalp Serum during the period, and outpaced the growth of the next (also celebrity-helmed) brand, Winnie Harlow’s Cay Skin, by more than 200 percent.
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Beyoncé’s Cécred was among the top-10 growers, as was Danessa Myricks Beauty, both of which have logged steady gains in online momentum over the last year thanks to their high-performing heroes (Restoring Hair & Edge Drops; Yummy Skin Blurring Balm, respectively) and high-profile founders.
Yepoda, a Korean-inspired skin care brand based in Germany, was another top grower. In 2025, the brand launched online in the U.S. and last spring, expanded into Sephora in Europe. Hero products include Dewy Day cushion foundation, $39, and exfoliating toner pads, $34.
Beauty’s top-growing indie brands in January by MIV, per Launchmetrics.
1. LolaVie: +589 percent
2. Cay Skin: +351%
3. Eadem: +329%
4. EltaMD: +256%
5. Cécred: +204%
6. U Beauty: +170%
7. Cocokind: +146%
8. Crown Affair: +134%
9. Danessa Myricks Beauty: +129%
10. Yepoda: +128%